Mobilne aplikacije u funkciji kanala za distribuciju prehrambenih proizvoda

master's thesis

• Title (english): Mobile applications as food distribution channels
• Author: Nikola Pević
• Mentor: Mirko Palić (mentor)
• Committee member: Marija Tomašević Lišanin (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2019-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Predmet i cilj ovog rada je istražiti stavove i sklonosti hrvatske populacije prema korištenju mobilnih aplikacija kao primarnim kanalom distribucije prehrambenih proizvoda. Ovaj rad objedinjuje razmatranja i zaključke teorijskog i istraživačkog dijela. Na kraju prikazat će se odstupanja zaključnih razmatranja istraživačkog dijela od teorijskog te će se iznijeti prijedlog za daljnja istraživanja. U radu smo istražili tržište kanala distribucije putem mobilnih I web aplikacija. U radu smo istražili tržište kanala distribucije putem mobilnih I web aplikacija. Uzevši u obzir činjenicu da je navedeno tržište novo i brzorastuće, od velike je važnosti vidjeti koji modeli ostvaruju velike prihode na tržištu, a koji rade suprotno.
Posebno će se istražiti varijable kao što su dohodak, broj ukućana, dob, spol i veličina prosječne košarice. Istraživanje je provedeno na segmentu informatički pismene populacije na prostoru Republike Hrvatske veličine N=140 ispitanika u dobi od 18 do 60+ godina. Analiza rezultata istraživanja pokazuje kako većina ispitanika još uvijek nije pokušala izvršiti narudžbu putem mobilnih i web aplikacija. Analizom rezultata uvidjeli smo kako je narudžba putem aplikacija puno ugodnija te zahtijeva manje troškove, no većina ispitanika smatra da sami mogu bolje odabrati kvalitetu namirnica u fizičkom dućanu te uživaju u odlasku u dućan. Vrlo mali broj ljudi ne želi prijeći na uslugu online dostave uz dodatne povlastice.
Na kraju rada navode se ograničenja i prijedlozi za daljnja istraživanja kako bi ostali marketinški stručnjaci i svi sudionici uključeni u distribuciju prehrambenih proizvoda putem mobilnih i web aplikacija dobili bolji uvid u tržište naručivanja namirnica putem Interneta.

Abstract (english)

The aim and the objective of this paper is to research opinions and tendencies of Croatian population considering using mobile applications as a primary distribution channel of food products. This paper integrates the considerations and conclusions of the theoretical and research part. We have explored the market of mobile and web based distribution channels. Since this is a new, emerging market in the investment community, it is of great importance to understand which models are generating large revenues on the market and which fail to do so
We will examine variables that determine consumer habits such as household income, number of household members, the respondent’s age and gender and size of an average box. The study was conducted on a sample of Croatian citizens of N=140 subjects, aged 18 to 60+ years. Analysis of research results shows that most respondents still haven’t tried out grocery delivery trough mobile or web applications. Subjects still consider that they can pick their own groceries better than the grocer, but they all believe that online grocery delivery is a faster and a much more convenient way of shopping. Although a very small number of people strongly agrees with never subjecting to the online option, 90% of them is inclined to try the mobile or web application in case of some benefits.
At the end of the paper there are restrictions and suggestions for further research so that other marketing experts and all participants involved in food distribution through mobile and web channels will gain a better insight into the online food distribution market and the outlook of a Croatian population towards delivery of groceries.

• Keywords: kanali distribucije; horizontalna integracija; vertikalna integracija; mobilne aplikacije; rizični kapital; venture kapital; seed investicije; runde investiranja; korisnici; pretplata; namirnice; gotova hrana; online narudžbe; Internet.
• Keywords (english): distribution channels; horizontal integration; vertical integration; mobile applications; venture capital; seed investments; funding series; users; subscription; food; groceries; online delivery; Internet.
• Language: croatian
• URN:NBN: urn:nbn:hr:148:078445
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-09-30 13:01:10